Session03 pt

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kuliah enterpreneurship sesi 3

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Session03 pt

  1. 1. Session 03Opportunity Recognition, Business Model, and Strategy Development Paulus AC Tangkere Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  2. 2. Quiz 1• Apa yang dinamakan dengan kewirausahaan (entrepreneurship) itu?• Jelaskan persamaan dan perbedaan antara: a. Kreatifitas b. Inovasi c. Komoditas.• Jelaskan the power of entrepreneurship. Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  3. 3. Idea-to-opportunity transition Viable Seed of idea Idea Opportunity Professional IdeaPassion Experience Multiplication Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  4. 4. Idea multiplication – IDEO technique Gather Observe1 Stimuli – customer anthropology Multiply Brainstorm/brain-write2 Stimuli – solution concept Create Build a simple mock up3 Customer – vizualised model Concepts Optimize Add/remove features4 Practicality – improved features Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  5. 5. The opportunity space Global Business Environment CompetitorsSuppliers Your Company Customers Competitors Competitors Government Regulations Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  6. 6. The customer Target Audience Categories Primary Secondary Tertiary Target Audience Target Audience Target Audience Common Demographic/Psychographic Categories Demographics PsychographicsAge Social group (e.g., white collar, blueGender collar, etc.)Household Income Lifestyle (e.g., mainstream, sexualFamily Size/Family Lifecycle orientation, materialistic, active, athletic,Occupation etc.)Education Level Personality Traits (Worriers, Type A’s,Religion Shy, Extroverted, etc.)Ethnicity/Heritage Values (Liberal, Conservative, Open-Nationality Minded, Traditional, etc.)Social ClassMarital Status Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  7. 7. Macro trends Important Trends over the Last 50 Years Trend ImpactBaby Boom Generation Pampers, Rock & Roll, Television, Minivans, Real Estate, McMansions, etc.Personal Computing Internet, media on demand, electronic publishing, spreadsheets, electronic communicationObesity Drain on healthcare system, growth of diet industry, changes in food industry, health clubs, home gymsDual-Income households Child care, Home services – landscaping, house cleaning, prepared foods Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  8. 8. Market Adoption 1 O Wi pp nd or ow tu ni of ty 2 Time C om N ew Bygrave & Zacharakis, 2007. S-curve En pet te ito r rsEntrepreneurship, New York: Wiley. © 3 O bs ol Ph e s c a s en e c e
  9. 9. Setting prices Price Assessing MarketPenetration Pricing Cost-plus Pricing Prices for Competing Strategy Strategy Products Strategy Requires Price May Not Enormous Match The Best Option Financing The Value Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  10. 10. Reaching customer – the value chain Example - Value Chain of Gourmet Chili BaseIngredients Gourmet Food Grocery -Beef, Chili Distributors Stores Sauce, etc. -From Food 80% Distributor 85% 5% 0% 0% 30% 0-7 5-9 70- 5% 35% 65- 7 7 5-3 0-2 GS 20- GS GS GS 15- 2 1 CO GM GM CO CO CO GM GM Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  11. 11. Learning about “stealth” competitors Business Angels and VCs Sources Of Intelligence Suppliers Databases Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  12. 12. Opportunity checklist GlobalCustomer Competition Vendors Government Environment Price/ Market Trends Market size Frequency/ Distribution Growth Value Key Success Factors Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  13. 13. what is a business model?
  14. 14. business model frameworkINFRASTRUCTURE OFFER CUSTOMER PARTNER CUSTOMER NETWORK RELATIONSHIPS CORE VALUE CUSTOMERCAPABILITIES PROPOSITION SEGMENTS ACTIVITY DISTRIBUTION CONFIGURATION CHANNELS COST FINANCE REVENUE STRUCTURE STREAMS a business model describes the value an organization offers to various customers and portrays the capabilities and partners required for creating, marketing, and delivering this value and relationship capital with the goal of generating profitable and sustainable revenue streams [Osterwalder (2004) The Business Model Ontology]
  15. 15. Business modelRevenue model Cost modelRevenue categories Cost of Goods Sold Operating Costs Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  16. 16. Amazon.com’s Revenue Model US$ in ThousandsTotal revenues$6,000,000$5,000,000$4,000,000 Media$3,000,000 Electronics$2,000,000 Other$1,000,000 $0 2001 2002 2003 2004 2005 Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  17. 17. Amazon. com’s cost model US$ in ThousandsTotal costs and expenses 7,000,000 6,000,000 5,000,000 Cost of 4,000,000 Revenue 3,000,000 Operating 2,000,000 Expenses 1,000,000 0 2001 2002 2003 2004 2005 Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  18. 18. Basic strategy categories are: Differentiation Low cost Niche Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  19. 19. Attributes of winning strategies Cheaper Better Faster Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  20. 20. Several key aspects aboutcapturing a first mover’s advantage You have to be first (or very early) into the market You need to capture a large percentage of the market quickly You need to create switching costs so the customer will stick with you Very expensive, hard to win First Movers rarely win Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  21. 21. The people are what Matters ValuesSelection Structure Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  22. 22. Entry Strategy BenchmarkDevise Initial Market Test Create a Platform Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  23. 23. Growth Strategy Expanding your GeographicFranchising product mix expansion Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  24. 24. Benefits of franchisingAdds new Speedsrevenues growth Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  25. 25. Factors defining success of geographic expansionCustomers Vendors Distribution Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  26. 26. The Entrepreneurial Firm International Expansion Process Gradual Born Born Again Global Global Global Intermediating: Enabling Networks & Alliances Processes Direct: Technology Foreign Technology Technology Venture M&A Outsourcing Exporting Direct Franchising Transfer Licensing Finance Activities Investment Enacting Processes Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©
  27. 27. Means to expand Pros ConsgloballyTechnology Transfer - Reduces entry costs - Risk of losing the technologyTechnology Licensing - Generates revenue - A lost opportunity to extend your - Conserves resources own brandOutsourcing - Cost-savingExporting - Cheap - Additional costs in after-sales - Easy support and transportation - Moral hazardForeign Direct Investment (FDI) - Physical presence - Expensive - Control of assetsFranchising - Licenses an operational system - Risk of damaging the brand nameVenture financing - Both an enabling and an - Often leads to mergers and enacting mechanism acquisitions with foreign companiesMergers and acquisitions (M&A) - Established infrastructure - Very expensive - Allow a company to grow and expand quickly Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©

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